Match.com in the UK has launched “Real Stories”, an integrated television advertising campaign featuring the real stories of customers. The first creative in the new campaign follows 26 year old Match.com member Helen Thompson from Tiree in Scotland. A television commercial features Helen discussing her first date with a friend before she meets Keith for the first time in a coffee shop. The Match.com site includes interviews with Helen and will continue to feature more real stories through the year.
Click on the image below to play Karen’s Story in YouTube (HD)
Katie Sheppard, Match UK’s director of marketing and relationships, says “Helen is an entrepreneur with her own kite surfing school and when she’s not tutoring, she also helps on a government scheme, talking to kids about the benefits of healthy living. Outside of this she spends the rest of her free time making pottery, learning to fly and playing the guitar – so we knew straight away that it would be great fun getting to know her and knew our viewers would feel the same”.
The multi-million pound Real Stories campaign is being shown on UK terrestrial, digital and satellite TV across the UK and supported through PR, online display and social media. The creative highlights the excitement and anticipation of preparing for and going on a first date. The ambition is that it tells the full story, allowing viewers to get to know the people going on the dates, understand their motivations, share the anticipation, and create a window into their lives and how match.com fits in – as opposed to focusing on a date with no emotive attachment. It’s also the reason the campaign focuses on the members and their first dates, rather than following one particular couple as a relationship develops.
The Real Stories campaign was developed at Mother London.
Media planning and buying has been handled by Initiative.